Volume 6, Issue 1, January – 2021
ISSN No:-2456-2165
Analysis of Sales Promotion, Perceived Ease of Use
and Security on Consumer Decisions to Use
DANA Digital Wallet
Restu Muhammad Acelian
Master of Management
Mercu Buana University
Jakarta, Indonesia
Abstract:- This study intends to analyze the effect of sales
promotion, perceived ease of use, and security on
consumer decisions to use the DANA digital wallet in DKI
Jakarta. The sampling method was using accidental
sampling. This research was conducted using a
questionnaire method, conducted on 100 respondents.
Quantitative analysis includes validity and reliability tests,
classical assumption test, coefficient of determination R2,
F test, t test and multiple regression analysis. The R2 value
of 0.617 shows that 61.7% of the decision to use reached is
indeed influenced by independent variables (sales
promotion, perceived ease of use, and perception of
security). Test the value of F 0,000; which shows sales
promotion, perceived ease of use, and perceived security as
independent variables simultaneously influence consumer
decisions.
Keywords:- Sales Promotion, Perceived Ease of Use,
PerceivedSecurity, and Consumer Decision.
I. INTRODUCTION
The use of the internet in today's digital age is a
necessity that cannot be separated. The development of
technology makes internet access easy to obtain, so that
anyone can access it. The increasing number of internet users
in Indonesia is a business opportunity for e-commerce
companies. Indonesia is currently a country that adopts e-
commerce with the largest mobile phone in the world,
reaching 80%. The growth of e-commerce in Indonesia also
affects and changes the payment system, which opens up
opportunities for fintech companies (financial technology) or
financial companies that utilize technology. The payment
system changes according to technological advances that
continue to develop into non-cash payments through digital
payments. Fintech makes transactions easier to make them
more effective and efficient. The development of electronic
money, which is now following the times, has existed in the
form of applications on mobile phones, not only in the form of
chips in cards. Given the increasingly widespread and massive
popularity of electronic money, many startups in the financial
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International Journal of Innovative Science and Research Technology
Har Adi Basri
Lecturer of Postgraduate
Mercu Buana University
Jakarta, Indonesia
sector are starting to grow, which is the beginning of the
emergence of digital wallet products or e-wallet products such
as those already popular in Indonesia, namely OVO. GoPay,
DANA, LinkAja, Paytren, I-Saku, and others.
DANA is one type of e-wallet product which is an
alternative, especially in digital payments based on
applications from Indonesia, which was officially released in
2018. Research conducted by iPrice in 2020 shows DANA is
one of the largest digital wallet applications based on the
number of downloads the application. During the Q2 of 2019
to the Q2 of 2020 DANA in general ranks third behind its
competitors, namely GoPay and OVO. Another fact states that
the use of digital wallets that are currently most frequently
used is for online transportation payments.
The rise of digital wallet applications in Indonesia has
created increasingly fierce business competition. Digital wallet
companies battle each other's features and advantages to
attract customers. One that is often seen in competition is the
competition for discounts and cashbacks that are most often
carried out by digital wallet companies by providing massive
sales promotions to attract customer interest. Every digital
wallet company provides attractive sales promotions to each
other, but the amount of the promo, the terms and conditions
for getting the promotion and the limitations of merchants are
obstacles for attracting users.
From several descriptions of the phenomenon that
occurred, the authors chose the DANA digital wallet as the
object of research. Researchers want to have the influence of
sales promotions, perceived ease of use, and
perceivedsecurity, which make consumers decide to use them
in making transactions. From there the idea emerged with a
research entitled "Analysis of Sales Promotion, Perceived
Ease of Use, and Security on Customer Decisions to Use of
the DANA Digital Wallet" in the DKI Jakarta area.
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II. LITERATURE REVIEW
A. E-Wallet
Electronic wallet (e-wallet)or digital wallets are a form
of financial technology (Fintech) as an alternative to payment
methods that use the internet and are still one of the categories
of e-money, but have differences in the technology they use.
In e-money, the technology used is still based on a chip
planted on the card, while in e-wallet the technology used is
server-based, so it is usually in the form of an application on a
smartphone as a platform that requires an internet network
when making transactions. Shukla and Malhotra (2017)
explained that e-wallets have a function like physical wallets
in general, and provide users to save money like in a bank
account by creating an account on an e-wallet provider
application. To top up balances in e-wallets using several
methods such as debit cards, credit cards, bank accounts, and
others. E-wallets are the same as the wallets that we use on a
daily basis, only the difference is in digital form or in the form
of an account that contains balances on applications on
smartphones that are used to make transactions easier in a
non-cash way (Hutami and Septyarini, 2018).
B. TAM (Technology Acceptance Model)
TAM one of the theoretical models that is useful for
determining the level of acceptance of information technology
users towards a new information system. Davis (1989) states
that TAM serves to estimate and describe how a technology
user can best accept and use this technology. According to
Marchelina & Pratiwi (2016), TAM is a model developed that
focuses on discussing a person's psychological behavior
towards an object.
Ahmad & Pambudi (2013) stated that, TAM has two
variables that determine and influence the process of
technology integration, namely the Benefit variable, namely
how confident someone's performance will increase when
using an information system and the ease of use variable,
namely how confident someone is that they are an easy to use
information system. The two variables are able to explain
aspects of a user's behavior. The TAM model can explain that
user perceived will determine their attitudes in the use of
information technology. In detail, TAM is able to describe that
the factors of usefulness and ease of use can affect the process
of accepting the use of Information Technology.
The TAM model adopts a TRA (Theory of Reasoned
Action) model which is able to clearly describe individual
attitudes in using a technology. One of the attitudes and
reactions that often arise in the process of accepting a
technology that can be described is the increasing intensity or
level of use of the technology. TAM is considered as the most
appropriate model in describing how a system can be accepted
by someone.
IJISRT21JAN622 www.ijisrt.com
International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
C. Sales Promotion
Sales promotion is a very important element of a
marketing activity which is part of the promotional mix which
aims to increase sales by attracting consumer interest, one of
which is by conducting a discount program or direct gift
giving. Kotler & Keller (2012) say that various incentive tips
contained in sales promotions can be useful in encouraging a
short-term purchase and purchasing more and more products
or services.
A sales promotion strategy has the benefit of attracting
and retaining customers as well as building strong
relationships with sellers (Ndubisi & Moi, 2006). Sales
promotion has an important and significant role in customer
interest and purchasing decisions to buy certain products
(Neha & Manoj, 2013).
Besides being able to increase sales volume, there are
several goals with a sales promotion. According to Buchari
Alma (2007) sales promotion has the following objectives,
namely: Adding new users; increase repeat purchases; keep
customers from switching to other products; give appreciation
to old customers; popularize brands or increase loyalty; and
increasing and expanding long and short term sales.
D. Perceived Ease of Use
Perceived ease of use is a variable of the TAM
(Technology Acceptance Model) which dominates the
integration of information technology. Rahmatsyah (2011)
states that the perceived ease of use gives confidence to each
individual that a technology will not provide difficulties and
excessive effort in its use. This statement is in accordance with
Chin and Todd (1995), the perceived ease of use is able to
explain a technology in defining whether the technology is
easy to understand, learn and use easily. Meanwhile, the
perception of ease of use for consumers is related to their
expectations of the technology, which will not make it
difficult for them to adapt quickly physically and mentally.
The concept of ease of use can be trusted as a factor in
consumers' decision to purchase or use. Suhir, et al. (2014)
explained that a perceived ease of use can have an effect on
consumer behavior or habits. If the perceived ease of use are
higher, the level of use of this technology will also be higher.
Perceived ease of use factors related to the ease of use of
customers are none other than doing online transactions for the
first time, where potential users will experience confusion and
surely do not know how to operate these online transactions.
E. Perception Security
The security system is a very important aspect in a
technology. According to Flavia'n and Guinal'u (2006), the
perceivedsecurity is a belief held by customers that the
personal information they provide will not be known and
misused by other parties who are not interested in the process
of using or using the technology, which will cause customer
expectations and trust. Meanwhile, according to Pavlou (2001)
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perceived security is a form of customer anticipation of
individual trust related to verification, authority, and the
absence of rejection.
Perceivedsecurity in digital money are generally related
to the protection for consumers in conducting transactions and
the security of personal data. A payment instrument needs a
high level of security that needs to be a concern for digital
money issuers in developing their products. Raman A and
Viswanathan A. (2011) stated that the level of security
positively and significantly has an effect on the use of
payment instruments, because it is very risky and cannot be
separated from the target of crime.
F. Consumer Decisions
According to Suharno (2010) the consumer decisions is a
step in which the prospect has made his choice and intends to
use a product. The consumer decisions is a process in
determining the decision to make a decisive use of whether or
not to use these products and services (Kotler and Keller
(2012).Decisions made by customers in using a product and
service originate from the emergence of a customer awareness
that has an impact on searching for deeper information about
the products and services needed and desired.
Corresponding Pranoto's statement (2008), which
explains consumer behavior in the decision making process
also begins with the awareness of the need and desire for a
product and service, which then realizes the emergence of
further problems and has an impact on carrying out the stages
that end in the evaluation stage after purchasing the product
and services.
G. Framework
The formulation of this study is arranged in the
following figure (Figure 1).
Figure 1. Conceptual Framework
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International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
H. Hypothesis
The hypothesis of this study is formulated in the points
below:
H1 : Sales promotion affects onconsumer decisions to use
DANA digital wallet product.
H2 : Perceived ease of use affects onconsumer decisionsto
use DANA digital wallet product.
H3 : Perceivedsecurity affects onconsumer decisions to use
DANA digital wallet product.
H4 : Sales promotion, perceived ease of use, and
perceivedsecurity as simultaneous influence on consumer
decisions to use the DANA digital wallet product.
III. RESEARCH METHODS
This study uses a conclusive research design with a type
of causal research with an explanatory survey method. Emzir
(2010) says typeCausal research aims to direct research to
explore the existence of a cause-and-effect relationship based
on the observation of the effect that occurs and to look for the
factors that cause it through the data collected. According
toSugiyono (2010), the causal method in a study has
independent variables and dependent variables so that the
relationship is causal. The research method is an explanatory
survey conducted to examine the customer population of
DANA digital wallet users in the DKI Jakarta area. The data
were obtained using a survey instrument with a questionnaire.
The analytical method used by researchers in this study is
descriptive analysis with multiple linear regression using the
tools on SPSS 25. The main analysis techniques used are the t
test, f test, and the coefficient of determination to analyze each
hypothesis in this research model, and perform the analysis.
correlation between dimensions.
IV. RESULTS
This study describes the results of the analysis
questionnaire to 100 respondentswhich is aimed at seeing the
effect of sales promotions, perceived ease of use, and security
on consumer decision to use DANA digital wallet in DKI
Jakarta. The survey data were then analyzed using multiple
linear analysis methods with data processing carried out with
SPSS 25. The test results were carried out individually or
jointly on the variables of sales promotion, perceived ease of
use, and security on consumer decisions using SPSS 25.
shown in Table 2.
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Volume 6, Issue 1, January – 2021 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165

Variable Regression Coefficient t Sig

Sales Promotion 0.484 9,125 0,000

Perceived Ease of Use 0.209 3,503 0.001

Perceived Security 0.233 3,568 0.001

R Square 0.617

F 51,619
Table 2. f test, determination coefficient test (R2) and t test
Source: Data processed from SPSS 25 (2020)

Table 2. shows that the influence between sales

promotion, perceived ease of use, and security both as well as Y = 0.484X1 + 0.209X2 + 0.233X3
together on consumer decisions. In other words, the regression
formula is as follows:

Variable X Variable Y

Variable Dimensions D1 D2 D3 D4

Sales Promotion Discount 0.812 0.844 0.698 0.788

Cashback 0.699 0.717 0.685 0.533

Vouchers 0.709 0.589 0.672 0.567

Direct gift 0.662 0.651 0.609 0.457

Perceived Ease of Use Easy to understand 0.722 0.601 0.659 0.678

Easy to use 0.601 0.507 0.635 0.440

Reachable 0.579 0.366 0.469 0.512

Practical 0.453 0.533 0.507 0.477

Perceived Security Security Guarantee 0.344 0.559 0.380 0.209

Data confidentiality 0.312 0.434 0.405 0.363

Authenticity 0.443 0.337 0.399 0.425

Proof of transaction 0.414 0.349 0.357 0.513

D1: Choice of Products; D2: Choice of Brands; D3: Choice of Distributors; D4: Method of Payment
Table 3. Inter-Dimensional Correlation Matrix Table
Source: Data processed from SPSS 25 (2019)

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Volume 6, Issue 1, January – 2021
Table 3 explains that each variable has a correlation
value with other variables, namely as follows:
1) Sales promotion on consumer decision to use the highest
correlation value lies in the effect of the discount
dimension on the brand choice dimension, amounting to
0.844, while the variable correlation with the lowest value
lies in the influence between the direct gift dimension on
the payment method dimension, which is 0.457.
2) Perceived ease of use on consumer decision to use the
highest correlation value lies in the effect of easy to
understand dimensions on the dimension of product choice,
which is equal to 0.722, while the correlation of the
variable with the lowest value lies in the influence between
the easily accessible dimensions on the practical dimension
which is 0.366.
3) Perceivedsecurity on consumer decision to use the
correlation with the highest value lies in the effect of the
security assurance dimensions on the security variable on
the brand choice dimension, which is 0.559, while the
variable correlation with the lowest value lies in the effect
between the security assurance dimensions on the payment
method dimensions at 0.209.
V. CONCLUSIONS AND RECOMMENDATION
A. Conclusion
1) Sales promotion, has a positive and significant effect on
consumer decision to use DANA digital wallet application.
Sales promotions have the greatest influence on the
decision to use the DANA digital wallet application. The
highest correlation value on the sales promotion variable is
the discount dimension, this proves that the discount
promo or price discount provided by the DANA digital
wallet application attracts consumers to make transactions
using the DANA digital wallet application.
2) Perceived ease of use, has a positive and significant effect
on consumer decision to use DANA digital wallet
application. Perceived ease of use has the least effect
among other variables. The highest correlation value in the
perceived ease of use variable is the easy to understand
dimension, this proves that the operation of the DANA
digital wallet application system is not difficult and easy to
understand by its users besides that the DANA digital
wallet application has also succeeded in helping its users to
operate the system by providing tutorials on each service in
its application. .
3) Perceivedsecurity have a positive and significant effect on
consumer decisions to use DANA digital wallet
application. Perceivedsecurity has the second largest
influence after sales promotion. The highest correlation
value on the perceived security variable is the dimension of
security assurance, this proves that the security system
contained in the DANA digital wallet application with the
DANA Protection service has succeeded in providing
security and ease of use for users in carrying out
transactions guarantee 100% protection for all user funds
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International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
stored in the DANA digital wallet application. In addition,
DANA provides a money back guarantee in the event of a
loss of money caused by disruption or problems during the
transaction.
4) Sales promotion, perceived ease of use, and security
coincide with consumer decisions. This shows that if the
DANA digital wallet application increases sales
promotion, perceived ease of use, and security as
simultaneous, this will positively affect on consumer
decisions, which means that consumer decisions will
increase along with increasing sales promotions, perceived
ease of use and security.
B. Recommendation
For Academics, the recommendation given are:
1) This study focuses on consumer decision to use sales
promotion variables, perceived ease of use, and perceived
security. In terms of research variables, other studies can
be carried out on variables that do not exist in this case and
influence the decision to use the DANA digital wallet
application according to the pre-survey results which
include features and perceived usefulness. Future research
also allows exploring whether feature variables and
perceived usefulness have different impacts on consumer
decision to use DANA digital wallet application. It is
hoped that these other variables can be researched, so that
the development of science will continue to develop.
2) Exploration of the characteristics of different areas to get
results that represent the broader demography, geography
and psychography and it is hoped that the results of this
study can be generalized in the future.
For Managerial, the suggestions given are:
1. The management of the DANA digital wallet application
needs to consider every sales promotion program that is
provided, especially discounts. The highest correlation
value in this study is found in the dimension of discount
and brand choice. This means that a discount will attract
the attention and interest of customers in making it easier
to decide on the use of the DANA digital wallet
application. DANA can create a special day where on that
day DANA provides special attractive discounts to all its
merchants which will make users look forward to and
remember that special DANA day that is different from its
competitors.
2. The management of the DANA digital wallet application
needs to continuously update the DANA security system.
The highest correlation value on the perceivedsecurity is
the relationship between the dimensions of security
assurance and the dimensions of brand choice. DANA
needs to provide a sense of security to its users in every
transaction, storing balances in the application, as well as
storing debit and credit card data that are directly
connected to the DANA account by providing a password,
pattern, or fingerprint or Face ID for each of these steps
and also provides a warranty.
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ISSN No:-2456-2165
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